​Coca-Cola to launch packaged 'Coconut Water'

Coke is test marketing Zico in India. It is a US coconut water brand that the company acquired in late 2013.
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With the increasing consumer preference towards non- sugary drinks, Coca-Cola is all set to launch fizz-free packaged coconut water for its customers.

Coke is test marketing Zico in India. It is a US coconut water brand that the company acquired in late 2013.

Packaged coconut water is one of the fastest growing beverage categories in the world. The deal between Zico and Coke in 2013 has helped the company reach the top position in the segment.

According to the information on the website of the company, positioned as a ‘natural replenishment’, brand Zico has been gaining traction in world markets.

Coke is importing and testing the product in at least two Indian markets, two trade officials directly aware of the matter said.

Meanwhile, both Coke and rival PepsiCo are facing troubles in India with some trader associations in Tamil Nadu and Kerala.

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